Category
Lifestyle
Assisted Choices
Trend cluster
Category
Honest
Approachability
Products and services tap into Gen Z preference for honest communication.
3.5
Trend score
Trend
What is the Honest Approachability trend?
Honest Approachability: The emergence of products and services that aim to leverage hyper-honesty in their messaging speaks to the desire that brands have to resonate with the Gen Z consumer. By cutting the fluff, this group is better able to communicate and connect with one another, as well as with brands.
Insight
The consumer insight behind the Honest Approachability trend
Gen Z is a prominent demographic in the digital space. They are well-versed in detecting honest communication from brands due to regular exposure to edited and targeted content on social media. As a result, Gen Z has developed a taste for brutally honest communication and are drawn to more authentic voices from brands.
Trend themes
Themes within the Honest Approachability trend
Three behaviours holding the trend together01
Hyper-Honesty
Products and services are leveraging hyper-honesty in their messaging to resonate with Gen Z consumers.
02
Self-Improvement Apps
Platforms are using crowdsourcing to offer feedback and fine-tune ideas, skills, and creations.
03
Transparency in Advertising
Companies are embracing honesty and transparency in advertising to build consumer trust and engagement.
Industry implications
What the Honest Approachability trend means for industry
Where the trend changes the playbookFor
Marketing and Advertising
Marketing and advertising professionals can leverage hyper-honesty and transparency to build consumer trust and engagement.
For
Technology
The use of self-improvement apps and crowdsourced opinions uses technology to enhance personal growth and development.
For
Luxury Goods and Jewelry
Luxury brands, like Tiffany & Co., are using their platforms to raise awareness, show solidarity, and promote important causes.
Workshop question
How does honesty play a role in your communication strategy?
Trend signals
Trend signals for Honest Approachability
Trend score 3.5 out of 10, from popularity 50%, activity 39%, freshness 16%.
Popularity50%
Activity39%
Freshness16%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial (not a primary audience)
- Gen X (not a primary audience)
- Boomer (not a primary audience)
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the Honest Approachability trend
6 featured examples from Feb 4, 2020 to Jun 23, 2023CategoryLifestyle
Inclusive Tinder Features
Tinder Launches New Profile Features to Support Authentic Connections
The new features on Tinder signal a shift in online dating towards creating a more inclusive and genuine environment for diverse users.
CategoryLifestyle
Collaborative Parody Streetwear
Bravest Studios and Coulda Been Deliver a New Apparel Capsule
The streetwear industry can incorporate parody, humor, and pop-culture references in their designs to stand out and appeal to a younger, fashion-conscious audience.
CategoryMarketing
Political Parody Ads
Fiverr's Super Bowl Ad Was Set at Four Seasons Total Landscaping
The advertising industry can take advantage of the trend of political parody ads and create campaigns that incorporate timely events and cultural references.
CategoryArt & Design
Customized Streaming Platform Features
Netflix Brings Streamberry to Life with Personalized Detail
Disruptive innovation opportunity for streaming services to offer personalized alternate reality streaming experiences.
CategoryMarketing
Parody Stationary Bike Ads
The He's Alive Peloton Ad Follows a Big Moment in And Just Like That
The fitness equipment industry has the opportunity to incorporate pop culture and humor into their marketing strategies to appeal to a wider audience and create memorable campaign…
CategoryPop Culture
Political Jewelry Brand Campaigns
Tiffany & Co's 'We Stand With Australia' Ad Shows Solidarity
Luxury jewelry brands can create impactful campaigns that align with their values to drive social change.
